CONTENT STRATEGY AND MEDIA HUB DEVELOPMENT FOR A MAJOR ENTERPRISE

The client.

The Directors of Civic Engagement at Microsoft work at the intersection of computing and community. They specifically focus on using technology to spur citizen engagement, improve communities, and make governments more effective.

The opportunity.

Microsoft's Civic Engagement team was fairly new, and looking for opportunities to experiment with how to bring citizens and government together through civic technology. The team recognized that Chicago's status as a tech hub was growing significantly, making it the perfect candidate. But, to truly create an impact, Microsoft's team would need a voice. They needed to build relationships locally, and to connect and collaborate with Chicago's civic leaders and citizens.

The outcome.

Mabbly devised a content strategy that would create a community of supporters and give Microsoft's team the voice they so desired. We partnered with our sister company, advisor.TV, to create a digital media hub. Then, we developed and produced a talk show, Big Shoulders, to live on the hub. Now in its sixth season, Big Shoulders hosts conversations with Chicago leaders and organizations making a difference in the civic technology space.

Six seasons and counting.

Big Shoulders has been very well received. The show's host, Adam Hecktman, is the Director of Technology and Civic Engagement for Microsoft Chicago. In addition to monthly episodes, his conversations can be followed on social media at #CivicChat and on the Microsoft Chicago blog.